Is your ad campaign making the most of consumers’ growing trust in advertising?
Based on a new Nielsen report on consumer trust in advertising, there has never been a better time than now to maximize your company’s internet marketing campaign.
The 2013 Global Survey of Trust in Advertising polled 29,000 people with internet access in 58 countries. They asked to what extent survey participants trusted 19 forms of advertising. The same poll was taken in 2007. After comparing the results, consumer trust has increased in every ad category for which previous data was collected. And all new ad categories scored nearly 50 percent or more of consumer trust this year.
As though general trust in advertising isn’t encouraging enough, 9 of the survey’s ad categories are specific to internet marketing:
1) Branded websites (69 percent). This is the second-most trusted form of advertising, second only to recommendations from people they know (84 percent). Make sure your site is optimized for mobile viewing, as that’s how a growing percentage of consumers now research branded products and services.
2) Consumer opinions posted online (68 percent). This punctuates the importance of social media sites like Facebook, Twitter, and Yelp.
3) Emails I signed up for (56 percent). If you’re not already growing and utilizing an email list, incorporate a sign-up form into your website for consumers to receive from your news and special promotions.
4) Ads served in search engine results (48 percent). This is further proof that pay per click advertising works.
5) Online video ads (48 percent). This is good news for Facebook, as it rolls out auto-play video ads into user News Feeds.
6) Ads on social networks (48 percent). Millions of people return to the same websites every single day. Do not underestimate the power of advertising with these social media platforms, particularly Facebook, Twitter, and LinkedIn. You not only have a devoted captive audience, but one that’s likely to trust your message.
7) Display ads on mobile devices (45 percent). When consumers are on the go, the less searching they have to do, the better. A perfectly-targeted display ad can be a welcome answer for mobile users who want and need results fast.
8) Online banner ads (42 percent). It’s a little old-school by internet standards, but why fix what ain’t broke?
9) Text ads on mobile phones (37 percent). Clearly there’s still a lot of room for growth in this category, and understandably so. Texting is an intimate activity among friends, family, and colleagues. So it can be a little off-putting to receive spammy text messages. They key is to make sure you are sending texts to targeted consumers who have opted in to receive notifications from you in this manner.
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